%0 Journal Article %A Nazrul I. Shaikh %A Mahima Hada %A Niva Shrestha %T Allocating Spending On Digital-Video Advertising %B A Longitudinal Analysis Across Digital and Television %D 2019 %R 10.2501/JAR-2018-038 %J Journal of Advertising Research %P 14-26 %V 59 %N 1 %X Companies have been increasing their investments in digital-video advertising at the expense of television advertising. This study examines the efficacy of such investments with a media efficiency and saturation analysis on longitudinal datasets from a national restaurant chain and a national food and beverage brand. The authors found that digital-video advertising was more efficient than television advertising, so a shift is justifiable. These differences in efficiency, however, decreased rapidly as investment levels behind digital-video advertising increased. The impact of digital-video advertising saturates early, and companies need to account for such diminishing returns in their media strategy. %U https://www.journalofadvertisingresearch.com/content/jadvertres/59/1/14.full.pdf